CB470 Consumer Behavior: The Individual
This course explores the external and internal influences of consumer behavior and asks students to consider aspects related to individual consumer behavior and the psychology of those behaviors. Topics reviewed in the course include: the basic motivations underlying consumer purchasing behavior; consumer perception, judgment, and persuasion to respond to products and services; problem-solving, information, and decision-making; and, how individuals vary in their learning, attitudes, beliefs, feelings, and intentions to use these products and services. This course focuses on understanding the cognitive and emotional factors that influence consumers and the use of this knowledge to increase customers, customer retention, purchases, and our understanding of consumer behavior.
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